the thread summit keynote speaker shawn amos (freshwire), "content marketing is dead"
DESCRIPTION
Shawn Amos shares his thoughts and experiences in the evolving world of content. Giving words of wisdom on using "mindfulness" to drive content.TRANSCRIPT
Presented by Shawn Amos Founder + CEO
19 February 2014Thread Summit, Denver CO
Content Studioc. 1970s
1704First US Newspaper 1922
Commercial Radio
1948Commercial Television
2007iPhone
2004
2006
1998
1741First US Magazine
2005
2009-2014Content Marketing
CONTENT MARKETING IS DEAD 2009 - 2014
The equivalent of
100 hoursof video is uploaded to YouTube each minute
Twitter users send
400 milliontweets each day
Facebook users share
2.5 billion pieces of content on the
site each day
(source: Nielsen, Kleiner Perkins Caufield & Byers)
U.S. Adults Are Now Spending More Time on Digital Devices Than Watching TV
Americans Spend 16 Minutes of Every Hour Online on Social Networks
(source: eMarketer, Experian Marketing Services)
of People Trust Online Reviews as Much as
Personal Recommendations
of Consumers Rely on Social Media to Make Purchase Decisions
of Brand Engagement on Pinterest Is Generated
by Users
80% 74% 70%
(source: BrightLocal.com, ODM Group, Digitas/Curalate)
Four in 10 Social Media Users Buy an Item After Sharing or Liking It on Facebook, Twitter or Pinterest
(source: Vision Critical)
43% of All Marketers Found a Customer
via LinkedIn in 2013
52% of All Marketers Have Found a Customer
via Facebook in 2013
&
(source: HubSpot)
90% of Consumers Find Custom Content Useful
(source: Custom Content Council)
55% of B2B Content Marketers Say Their Biggest Challenge Is Producing Enough Content
(source: Content Marketing Institute/MarketingProfs)
Only 39% of B2C Marketers Have a Documented Content Strategy
(source: Content Marketing Institute/MarketingProfs)
of B2Cof B2B marketers use content marketing90%93%
(source: Content Marketing Institute/MarketingProfs)
Content Mindfulness
mind·ful·ness/ˈmīndfəlnəs/"Mindful awareness can be defined as paying attention to present moment experiences with openness, curiosity, and a willingness to be with what is.”
"Mindfulness from meditation associated with lower stress hormone”
"Mindfulness Linked With Emotional Well-Being And Improved Sleep”
"Mindfulness Meditation Reduces Loneliness in Older Adults”
The Mindful Brain
Emotional well-being
Greater creativity
Improved sleep
Increased focus and memory
Improved test scores
Lower stress
The Unmindful Brain
Sleep Disorders
Depression
Lack of focus
Lack of productivity
Stress
The great distractathon of content and resources and news and information is actually just the spiritual
centeredness equivalent of a cat and a laser pointer.
Tracy Moore, Jezebel
“”
TL;DRToo Long; Didn’t Read
We've found effectively no correlation between social shares
and people actually reading.
Chartbeat
“”
vs.PAGE VIEWS ATTENTION TIME
(source: Upworthy)
Instead of selling, think educate, inspire, celebrate and collaborate when you think of marketing.
Shalini Bahl, Mindful Universe
“”
You must:
Your content must:
Demonstrate the unique ways your business fulfills your customers’ needs
Be in the moment
Be valuable and engaging
Have clear, specific goals and a plan to achieve those goals
Understand your customers’ needs and the world they live in
Understand each platform or medium you’ll be using
Spotlight on Colorado
“We don’t pursue being different as much as being true. We balance professionalism and execution with being loose and fun.”
Personality
1704First US Newspaper
1741First US Magazine
Demonstrate expertise, not salesmanship
Curate foryour community
Become a destination
Before jumping into the social media fray, ask yourself:
Do I want to be in charge, or part of the community?Am I a social media user? How will I involve my customers?Do I have the in-house resources
to maintain a long-term strategy?What value am I providing my customers?
Hands on with content development
Write something about yourself that most people don’t know
but you would like them to know.
Aside from your products,name three things you want people
to know about your company.
Aside from your products,name three things you thinkyour customers care about.
How can these customer and company values translate into
compelling stories?
Q&A
